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Blake, Wm. Night VIII. 1795.

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A new study by Paramount reveals that Gen Alpha, those under age 12, favor “purposeful participation” rather than their parents’ “mindless consumption.” In other words, they place higher value on having control, agency, and intentionality in their experiences with media.

These extreme digital natives typically receive their first smartphone by age nine and demonstrate a creative “lean forward” impulse, particularly evident in their gaming preferences. The study found that unlike Gen Z, which gravitates toward collaboration, cooperation, and competition game experiences like “Fortnite,” Alpha kids prefer immersive, creative, and building-based game environments, such as “Roblox” and “Minecraft.”

Additionally, kids under 12 appear to be more aware of privacy concerns than other generations, being much more likely to request their parents ask their permission before recording them or posting content that features them. Still, 69% of Alpha’s parents are anxious about the role AI could play in their kids’ lives.